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Sara Sodine Parr Profile picture
Sara Sodine Parr
@SaraSodineParr
Research leader @airbnb. Trying to do a pull up, watch more movies, and get better at piano.
Jul 6, 2021 • 6 tweets • 2 min read
⚡️Today I’m launching my course Build the Right Thing⚡️

I want to show you how to build better products by talking to your customers.

I’ll teach live classes filled with frameworks I’ve developed from years of interviewing 100s of people.

Apply here! maven.com/sara/buildther… People think “build it and they will come.”

That’s not how things work.

Launching random ideas and hoping they’ll hit is silly.

Products flop.

But there’s a way around this: testing ideas with customers from the beginning.
Jun 15, 2021 • 4 tweets • 1 min read
“Why” isn’t the best question to ask your customers.

• Why did you buy this?
• Why did you stop using our service?
• Why do you do that?

"Why" awakens our inner bullshitter.

Humans will say anything to rationalize their actions and beliefs. “The trouble with market research is that people don't think what they feel, they don't say what they think and they don't do what they say.” - David Ogilvy

True.

But it doesn't mean you shouldn't do customer research. It means you need to ask better questions.
Apr 13, 2021 • 6 tweets • 2 min read
Today is my 4 year anniversary at @Airbnb. I’m officially a super senior!

Tech is the industry with the highest employee turnover. Employees stay at Uber, Box and Tesla for ~2 years.

A few non-obvious things I learned about how to pick the right company for me...🧵 Image 💕Love the users💕

I love my job because I love Airbnb hosts.

Their problems feel like my problems. I’m motivated to serve them. I'm fulfilled by helping small biz owners earn money.
Apr 7, 2021 • 5 tweets • 2 min read
"Why won't my NPS move? I'm making all these product improvements 😭"

It's because NPS isn't a good metric. It's too vague.

Good metrics are specific. The same goes for customer satisfaction.

What I'd do instead of NPS...🧵 (2/5) NPS asks “How likely are you to recommend [product] to a friend?” Choose a number 1-10.

It tries to capture the entire user experience in a 10-point scale.

And users don't assign meaning to these numbers. What's the difference between a 6 or 7?
Mar 28, 2021 • 5 tweets • 1 min read
Identify product opportunities by mapping your customer journey.

Your customer journey is the story of how people use your product.

↓ Your customers are on a journey to...

- Discover: Discover your brand or product 🔎
- Consider: Consider a purchase 🤔
- Purchase: Purchase a product 💸
- Use: Use the product over time 👍
- Share: Tell a friend about it 🗣️
- Churn: Stop using it ❌
- Repeat: Buy again 🤑
Jan 15, 2021 • 6 tweets • 2 min read
A visual guide: 5 mistakes we all make when talking to customers 👇 Confirmation bias: Paying more attention to information that confirms your existing beliefs.